Trone Goes From Launch To Loss

Canandaigua Wine Co. has unexpectedly moved its $10-15 million Arbor Mist account from Trone Advertising to Partners & Shevack here. Shevack gets the account two months after Greensboro, N.C.-based Trone introduced the brand in a $6.5 million summer print campaign, which was scheduled to run through the end of this year. The client opted to switch agencies, without a review, because the New York shop is much closer to Canandaigua. That should improve communication between the two parties, said Canandaigua brand director Rob Vlosky. The client is based in Canandaigua, N.Y, near Rochester. While Shevack president Lynne Seid said the agency will build on the launch campaign, it has not decided whether to maintain the “Great-tasting wine with a splash of fruit” tagline. Shevack will produce TV advertising to run early next spring. The client is positioning Arbor Mist in a niche between wine coolers and varietal wines. The product, a blend of Chardonnay or white zinfandel grapes, natural fruit flavors and light carbonation comes in three flavors: Peach Chardonnay, Strawberry White Zinfandel and Exotic Fruits White Zinfandel. Trone’s national print campaign targeted women, 21-34, in titles such as People,Vogue and Jet. The series’ second phase will focus on women, 25-40, in keeping with the slightly older shopper demo at groceries in which Arbor Mist is prominently displayed, Vlosky said. The New York shop and the client came together with the help of Wolf/Rochester, a Shevack sister agency also on Canandaigua’s roster. Trone still handles advertising for Canandaigua’s Taylor Reserve and Mystic Cliffs lines. The agency recently introduced a national campaign for the latter brand last month. Officials at Trone did not return calls last week. The move to Shevack comes less than six months after Arbor Mist’s product launch was assigned to Trone [Adweek Southeast, May 18, 1998]. –with Jim Osterman